At MediaCom LATAM we understand that everything is connected. We have trained all our staff to be Systems Thinkers, in order to optimize our clients’ entire communication ecosystems, making sure that the content is the fuel that connects all communications.
Fernando has been MediaCom's Chief Executive for Latin America since March 2012. An Argentine national, he is responsible for ten markets – Argentina, Brazil, Chile, Uruguay, Colombia, Ecuador, Peru, Mexico, Puerto Rico and Miami – in a region where MediaCom has enjoyed a tremendous growth since 2012. In 2015, MediaCom LATAM is expected to be ranked as one of the top 5 agencies in the region by RECMA. Building on the agency's 'People first’ philosophy, he is also tasked with making MediaCom one of the top companies to work for in every country.
As part of his remit, Fernando ensures that every MediaCom client enjoys best-in-class service and access to some of the world's fastest-growing countries. He helps Latin American brands fulfil their potential in local and global markets, and also assists global brands looking to grow across the region.
Fernando used to play rugby and remains a firm sports fan, following both rugby and polo. A keen traveller, he is also a famous “parrillero” (“Barbeque man”) in his homeland Argentina.
What is your favourite ad campaign of all time?
After many years, my favourite ad campaign of all time remains Apple’s “Think Different” campaign, created by TBWA.
The images, the copy, the message was all absolutely great. I recognise my own mind and view in the “Think Different” vision. As the commercial demonstrates, the world continues to grow, evolve and mature because of the great minds that thought and think differently.